What do you get when you take a couple of committed cigar enthusiasts turning their passionate hobby into a business, ally them with two of the world’s top cigar producers making their cigars, and throw in a Grammy Award-winning hip-hop artist with millions of fans and social media followers? You get Escobar Cigars, a relatively new cigar company that is shaking up the traditional world of premium cigars by combining the age-old craftsmanship and expertise of cigars with hip-hop music’s vibrant culture.
Escobar Cigars was born out of a passion for creating a premium smoking experience that resonates with both traditional aficionados and a younger, diverse audience. Established in 2018, the brand set out to craft cigars that honor the rich history of tobacco cultivation while embracing contemporary influences. Owned by David Gomes, Michael McNaughton and the world-renowned hip-hop artist Nasir Jones (Nas), Escobar Cigars is a company that is making waves in the premium cigar industry.
Gomes and McNaughton were lifelong friends and business partners who shared a love for cigars and cigar culture. They dived into cigars in the 1990s and found themselves seeking out and enjoying the more obscure brands coming out of Cuba. Eventually, the pair discovered Nicaraguan cigars and took a trip to the country where they developed connections with cigarmakers and explored the potential of starting their own brand.
“We went down there and just started to explore the different factories,” Gomes recalls. “We left there with a real sense that we could start a brand. We found some incredible rollers and some great tobacco that became our original core line of cigars, which were very good. But Escobar Cigars was very much a hobby business for both Mike and me. We were both still very involved in our own business ventures and we thought that the cigar company would only be a side business for us.”
Escobar Cigars seemed likely to remain just a hobby business, but it soon took an unexpected turn toward cultural significance when legendary hip-hop artist Nas became involved with the brand. A longtime cigar enthusiast, Nas found a natural connection with Escobar’s mission to merge tradition with modernity. His involvement began as a collaboration to promote the brand but quickly evolved into something deeper.
“When Nas got involved, awareness about and orders for our cigars skyrocketed,” Gomes says. “Our relationship with Nas began pre-pandemic. He became aware of the brand because his alias is Escobar and we began talking. Nas would not pledge to support the brand until he had a chance to try our cigars. We finally got the cigars into his hands and the very same day he called us and said he would support us.”
Nas became an owner and brand ambassador for Escobar Cigars, doing photo shoots and promoting the brand on social media. He also included lines about the cigars in one of his hit songs and persuaded other hip-hop artists, such as DJ Khaled and Snoop Dogg, to talk about Escobar Cigars.
“We had thousands of orders on the day that Nas, DJ Khaled and Snoop Dogg posted videos about opening their boxes of Escobar cigars,” Gomes says. “We were direct-to-consumer at the time and our website blew up. That’s when we knew that Escobar Cigars was going to demand a lot more of our attention. We were going to have to put the man-hours into it and we shifted all our focus into Escobar Cigars since then.”
And they brought on Nas as co-owner of Escobar Cigars, solidifying his role not just as a spokesperson but as an integral part of the company’s identity. Nas’s influence extends beyond branding. He’s deeply involved in shaping the company’s vision, ensuring that Escobar remains true to its roots while exploring new ways to engage with a diverse audience.
“Nas is a very successful businessman,” Gomes shares. “He has successful venture capital firms and was one of the first investors in Lyft and Dropbox. He’s quite an astute investor and he’s a full partner in Escobar Cigars. Everything we do is in collaboration with him. He’s very involved in our business and his social media presence is a huge asset. The last time I looked, he has something like 24 million followers across all the social media platforms.”
Since Nas’s addition to the ownership team, Escobar Cigars has experienced a lot of changes. For one, it is now a full-time business for Gomes and McNaughton, who have made additions to the staff to help Escobar Cigars grow. Second, Escobar Cigars has transitioned from selling cigars direct-to-consumer to being a company 100 percent committed to building relationships with brick-and-mortar retailers. The change in distribution models has been steadily growing but Gomes hints at a completely new model the company plans to unveil soon, which he believes will fundamentally change the way the premium cigar business is conducted.
“I can’t say much about it now, but I will say we’ve been extremely innovative in planning a new sales and distribution model that’s about to be launched, which will allow us to harness the power of the internet while still utilizing the shops entirely and not cutting them out. I hate to be cryptic about this but everyone is going to want to see what we roll out in Q2 this year. The bottom line is that we don’t want to compete with our retailers and potential retailers, so this new model will help forge those relationships into stronger partnerships than ever before.”
Hence Escobar Cigars’ focus on modernity in the premium cigar business while the company also pays homage to the age-old craftsmanship and artistry of hand-rolled cigars. When it comes to premium cigars, few names command as much respect in the world of tobacco as A.J. Fernandez and Ernesto Perez-Carrillo. Their craftsmanship is synonymous with quality, and they are the two men who are blending Escobar Cigars. AJ Fernandez makes the core cigar lines—Habano, Maduro and Connecticut.
“They’re all different,” Gomes explains. “Our Habano line features an Ecuadorian Habano wrapper, Nicaraguan binder and a filler tobacco blend that’s half Nicaraguan and half Honduran. I really like that flavor profile and it’s medium-plus. But then the Maduro features a Mexican San Andrés leaf, which is a very flavorful wrapper. That’s why Maduro is typically my favorite. The binder is still Nicaraguan but the filler tobaccos are all Nicaraguan. Our Maduro is a really full-bodied cigar. Then our Connecticut features an Ecuadorian Connecticut wrapper and an Ecuadorian Habano binder, but the filler is 75 percent Nicaraguan, with the rest being from Honduras for a mild- to medium-bodied smoking experience. The blend recipes are all different for every one of these cigars.”
Ernesto Perez-Carrillo makes Escobar Cigars’ Ultra Black series. A limited-edition cigar, Ultra Black features a Mexican San Andrés Maduro Habano wrapper surrounding a showcase blend of Nicaraguan and Dominican filler tobaccos that have all been aged at least five years. Medium- to full-bodied, Ultra Black’s first release was limited to just 2,000 10-count boxes.
“Ultra Black is a bold yet refined addition to our lineup,” Gomes enthuses. “With its rich, full-bodied profile and intricate layers of flavor, Ultra Black showcases Ernie’s unparalleled skill in blending tobaccos. It’s a cigar that commands attention, much like the man behind its creation. We are extremely thrilled to be working with EPC.”
Escobar Cigars offers a range of blends to cater to various palates. The lines produced by AJ Fernandez are known for their robust profiles, featuring Ecuadorian, Nicaraguan and Honduran tobaccos that generally deliver notes of spice, earth and sweetness. These cigars are perfect for those who appreciate the complexity and depth that have become hallmarks of Fernandez’s work.
The Ultra Black, on the other hand, stands out as a bold, unapologetic smoke that embodies the spirit of innovation. With its dark, oily wrapper and rich blend of tobaccos, it’s a cigar that appeals to those who seek intensity and sophistication in equal measure.
As Escobar Cigars continues to grow, the brand shows no signs of slowing down. Plans for future releases and the new sales and distribution model promise continuing growth. With Nas’s visionary leadership and partnerships with A.J. Fernandez and Ernesto Perez-Carrillo, Escobar Cigars is poised to leave an indelible mark on the world of premium cigars, which is exactly the goal that Gomes is reaching for.
“Five years down the road, I hope Escobar Cigars is mentioned whenever anyone talks about the big boys in the premium cigar industry,” Gomes concludes. “For a smaller brand we’ve come a long way already, and so long as we keep growing the way we’ve been growing, who knows where we’ll be?”
For more information, visit escobarcigars.com.
This story first appeared in PCA The Magazine, Volume 1, 2025. To receive a copy of this magazine you must be a current member of PCA. Join or renew today at premiumcigars.org/membership.